Limited edition bottle labels have been designed by singer/songwriter MIA; indie rock band Bloc Party; Joy Division and U2 photographer/film director Anton Corbijn; and reggae/dancehall band Seeed from Germany.
The four designs will feature on 275ml bottles of Beck’s Pilsner in the on and off-trades.
To tie in with the launch, a Facebook app will give consumers the chance to create their own poster and to win a trip to Berlin.
Fabienne Rollot, European marketing director for Beck’s at parent company AB InBev, said the new limited edition labels reinforce the brand’s 25-year history of supporting independent creative talent.
“These limited edition art label bottles enable customers both in the on-trade and off-trade to provide something different to consumers,” she said.
“We are always looking to support artists who are doing really interesting and groundbreaking work; the work that may go unnoticed at first, but can’t be ignored.
“We are excited to enable our customers to be able to share these creative ideas with Beck’s drinkers around the UK.”
Image – Bloc Party (left) and Seeed designed labels.